News & Insights

Two Heads are Better than One: Tapping into TikTok Communities

29 Jan 2024

Izzi Anwell

Social Media Executive

With over 1 billion active users across the globe, TikTok is awash with a diverse array of individuals, groups and communities, kind of like the world itself. Before you get overwhelmed by the scale of it all, let us reassure you that there is some method to the madness. By way of managing the sheer volume of content on the platform, TikTok’s intelligent algorithm segments users and topics into defined communities and categories meaning that they are quickly and easily accessible, especially if you know where to look. 

Come on a journey with us as we discuss the most popular TikTok communities right now and how such communities shape the platform and impact the way we consume and connect on social media. 

Top 6 TikTok Communities

Fashion and Beauty 

Videos that included the ‘beauty’ hashtag generated over 107.8 billion views in 2022, a statistic that is very much still on the rise. Both the fashion and beauty communities combine both entertainment with discovery and more recently e-commerce as well. Over the last two years these two communities have become an integral part in the development of TikTok’s social commerce offering whereby brands partner with the platform or relevant creators to sell goods and services through interactive live broadcasts. 


‘BookTok’ is not only encouraging people (ironically) to put down their phones and pick up a book but has also caused a resurgence and uptick in physical book sales. To date, the ‘BookTok’ hashtag has over 200 billion views on the platform. 


Pioneered most by Gen Z, ‘SustainabilityTok’ is becoming an increasingly popular forum for users to learn and inform others about sustainable living. ‘ThriftTok’ is a particularly popular bi-product of this niche community. ‘ThriftTok’ champions second hand shopping and .currently has over 2.8 billion views 


With the cost of living at an all time high, people are looking to TikTok to seek advice on how to manage their own finances. Especially popular among younger users, ‘MoneyTok’ educates viewers on anything from credit cards and investing to taxes and personal budgeting. The hashtag is also becoming increasingly popular among established fintech brands like Monzo and Revolut who want to both promote their services but also be seen as a leading voice when it comes to educating younger generations about finances. 


The wake of the pandemic saw a rise in the popularity of niche communities such as ‘MentalHealthTok’, as people began to turn to the platform to combat issues such as loneliness. Fast forwarding to today, the community is not so niche and is now used by billions to promote mental health and raise awareness of related issues. 


Similar to the above, this community, as well as its many sub genres like ‘WitchTok’ for example, serve both an informational and educational purpose, teaching its members about spirituality and giving people a platform to embrace their psychic side, learning from each other. 

Tapping into such communities and sub communities can help brands gain key insights into consumer preferences, helping them to better understand how to target community members in the future.

These are just a mere few of the hundreds, maybe even thousands of communities currently active on TikTok. Joining a community on the platform is no hard task and has become as simple as searching a hashtag and there you'll find an endless supply of videos on your favourite topic. 

If you would like to find out more about TikTok communities and how tapping into them can help you and your brand, please get in touch today!

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